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RFP: Hiring of a Consultant to Evaluate AGRA Brand

Synopsis of the Request for Proposal

Solicitation Reference No.RFP/020/COMMS/2021
Title of SolicitationHiring of a Consultant to Evaluate AGRA Brand
Issuing Office & AddressAlliance for a Green Revolution in Africa (AGRA) Website: www.agra.org  
Vendor Registration linkhttps://ekjd.fa.em2.oraclecloud.com/fscmUI/faces/PrcPosRegisterSupplier?prcBuId=300000001758868
Vendor Registration RequirementConsultant/Supplier are encouraged to register on the vendor registration link provided above and attached the following:
1. Company profile including list of similar assignments/services carried out, past and current clients
2. Trading license or certificate of incorporation
3. Copy of ID/Passport for Company Director
4. TAX clearance certificates (Applicable to firms originating from Kenya, Rwanda, Ghana, Tanzania and Mozambique)
5. Copy of Personal/Tax Identification Number certificate (Applicable to firms originating from Kenya, Rwanda, Ghana, Tanzania and Mozambique)
Point of contact for clarifications, questions and amendmentsAGRA General Procurement, Procurement@agra.org  
Email Address for submission of Proposals/ Quotes AGRA General Procurement, Procurement@agra.org  
Solicitation Issue Date14th April 2021
Deadline for submission questions and clarifications21st April 2021, 1700 hours, East African Time GMT +3.
Deadline for Answering questions and clarifications23rd  April 2021, 1700 hours, East African Time GMT +3.
Deadline for Submission of Proposals28th  April 2021, 1700 hours, East African Time GMT +3. Please include the subject line “RFP/020/COMMS/2021” in the email
Anticipated Award TypeCONSULTANCY AGREEMENT
Evaluation CriteriaBidder Must provide the below listed information:

Mandatory Eligibility Requirement
– Company profile
– Statutory documents including trading license or certificate of incorporation

Evaluation Criteria Total weight:
– Company profile and Organizational Capacity [10%]
– Experience in carrying out similar assignments in Organizational Brand Assessments [30%]
– Proposed methodology and approach criteria [30%]
– Experience and Qualification of key personnel [30%]

Total Weight 100%  

NB. The minimum technical score shall be 75% to proceed to Financial valuation.  

Weighted scoring:
– Technical proposal weight: 80%
– Financial proposal weight: 20%

Terms of Reference: Evaluate AGRA Brand

1.      Background

Established in 2006, AGRA is an African-led, Africa-based and farmer-centered institution working to put smallholder farmers at the center of the continent’s growing economy by transforming their farming from a solitary struggle to survive to a business that thrives. Working in collaboration with our partners including African governments, researchers, development partners, the private sector and civil society AGRA’s work primarily focuses on smallholder farmers – men and women who typically cultivate staple crops on two hectares or less. In our strategy for 2017-2021, AGRA is supporting 11 African countries and 30 million smallholder farm households (150 million individuals) to increase their incomes and improve their food security.

Our approaches and tools have evolved but remain true to contributing to building systemic market systems approaches that enable small holder farmers to have access to inputs and markets in their endeavor to improve there livelihoods. AGRA has become a more nimble, responsive, and adaptable organization that is focused on building public sector capacities and policies and last mile tools at scale. The lessons from our first phase (2006-2017) informed our choices in the second phase (2017-2021) and the necessary evolution of AGRA from a largely technical institution to a ‘go-to’ African Institution – a convener on critical issues at national, regional and continental levels and a facilitator of multiple stakeholders. To encourage political leadership, which is so critical to move the sector forward, we have enhanced our engagement and accountability to governments, following national priorities and designing our programs in dialogue with administrations and other political stakeholders.

The new Strategic Framework to 2030 recognizes that change is possible, but more sustained, strategic investment is now required. We are using food systems thinking that focuses us on changing how food is produced, processed, marketed, and consumed, with greater focus on inclusivity, building conducive environments and greater resilience. In short, AGRA must become a systemic catalyst of agricultural transformation – continuing to empower farmers, to build a stronger private sector, supporting the creation of more capable states – but focusing on systemic enablers where we see opportunity for sustained change.

As our strategy evolution has evolved beyond the green revolution, we need a brand that reflects that aspiration and captures emerging elements, for example food systems.

2.      Research Problem

AGRA has a diverse range of stakeholders who we interact with and seek to support , leverage and influence as we drive Inclusive Agriculture Transformation They include over 10m SHF at the center across our 11 countries, grantees who are our implementing partners and go to channel, our consultants who support teams in specialized areas, Governments (Ministry of Agriculture, Ministry of trade at 90:10 ratios), our resource partner (donors, strategic partners like private sector companies in the inputs, markets and finance sector), our board and other stakeholders like activists and media who care about our mission of doubling SHF productivity and incomes.

AGRA’s ambition of supporting countries to achieve a sustained Green Revolution has been in existence for over a decade with the SHF as our key target beneficiary. However, over the years we have evolved our approaches from direct program interventions to a three-pronged approach of contributing to policy and state capability, systems change, and partnerships as the key areas of focus.

The intent was to learn from the other green revolutions and champion a uniquely green model that increases food production to match the growing populations and catalyze economic transformation.

Thus, the research problem is to assess the perceptions and positioning maps around the adequacy of the brand Green revolution to SHF (Small holder farmers) across all key stakeholders and the urgency to solve for hunger and poverty in Africa.

AGRA operates in 11 countries and seeks to find a suitable partner to conduct this study across all countries.

We seek to see a proposal on how this study will be conducted with a clear quantitative and qualitative methodology to address this brand health research problem.

Additional information on AGRA’s strategy and areas of operation can be secured from www.agra.org

3.      Key Goals

Our overall goal of this brand assessment is to evaluate the brand essence and brand health elements across the following key aspects of:

  1. Brand Logo and Name (AGRA)
  2. Brand Character
  3. Brand Commitment
  4. Brand Credibility
  5. Brand architecture strategy

The assessment results should be mapped against the landscape opportunities Vz other INGO’s of similar mandates and aligned to our broader 2030 strategy and thematic bodies of work attached.

The study findings should include among others:

  1. An evaluation of AGRA’s brand health & brand essence
  2. A mapping of the brand’s current & gap positioning against key competitors
  3. An assessment of the current Brand attributes and personality
  4. An assessment of the brand value proposition and brand character
  5. An assessment of the communications collateral effectiveness Vz stakeholder needs
  6. Mapping the brand’s SWOT
  7. Brand architecture including:
  8. How the corporate brand  (AGRA) and sub-brands relate to and support each other
  9. How the sub-brands reflect or reinforce the core purpose of AGRA
  10. Stakeholder touch points and brand journey and its impact to brand positioning

4.      Deliverables

  1.  An evaluation of AGRA’s brand health & brand essence
  2. A mapping of the brand’s current & gap positioning against key competitors
  3. An assessment of the current Brand attributes and personality
  4. An assessment of the brand value proposition and brand character
  5. An assessment of the communications collateral effectiveness Vz stakeholder needs
  6. Mapping the brand’s SWOT
  7. Brand architecture including:
    – How the corporate brand  (AGRA) and sub-brands relate to and support each other
    – How the sub-brands reflect or reinforce the core purpose of AGRA
  8. Stakeholder touch points and brand journey and its impact to brand positioning

5.      Duration

All deliverables to be reported in the final report and delivered within one month. Bidders are allowed to propose alternative timelines for our review and consideration.

6.      Competence

  1. Provide corporate information, including year and state/country of incorporation, and a brief description of your company’s activities focusing on services related to the project including personnel
  2. Explain if you intend to outsource any part of the project to others, such as hiring freelancers (This carries additional risks that may affect project implementation, but properly done it offers a chance to access specialized skills).
  3. Demonstrate previous experience  in similar projects and a description of how the organization intends to meet quality standards

7.      Documents explaining proposed work plan and approach

  1. Description of the proposed work method for the various stages of the project, and the plan to keep AGRA involved and informed along the process.
  2. Description of proposed method for working with AGRA during the evatuation, including resources and staff.
  3. Description of the proposed method for the long-term engagement plan

8.      Resource Plan and Personnel

A description of the management plan, including individual(s) who will be responsible for the contract, including CVs and references.

9.      Criteria for Selection of Consultant

The Proposal for this contract will be evaluated according to the following criteria:

  1. Profile of the firm and Organizational Capacity: [10%]
  2. Experience in carrying out similar assignments in Organizational Brand Assessments: [30%]
  3. Proposed methodology and approach criteria: [30%]
    – Technical strength and comprehensiveness in branding.
    – Quality of technical proposal, including the methodological approach and work plan.
  4. Experience and Qualification of key personnel:[30%]
    – Share CV’s of the Key personnel including the team leader and their academic qualifications
    – Include the staffing schedule

10.  Proposal Submission

Interested and qualified firms are invited to submit their proposal(s) comprising of the following:

A. Technical Proposal

  1. Methodology and work-plan for performing the task
  2. Team composition and tasks assignment
  3. Detailed reference list indicating the scope and magnitude of similar assignments
  4. Relevant services undertaken in the past three (3) years
  5. Registration and other relevant statutory documents, including DUNS number registration information if applicable
  6. Description of the pay schedule for the review
  7. Past performance summaries (at least three brief descriptions of past or current contracting mechanisms for assignments similar in size, scope and complexity to this tender) and list of references that demonstrate performance in conducting similar evaluations
  8. CVs conforming to the qualifications listed above for persons to manage and conduct the evaluation. Only CVs strictly relevant to the assignment shall be accepted.

B. Financial Proposal

  1. A breakdown of the financial proposal in USD indicating daily rate for each of the proposed experts, time input and all applicable reimbursable expenses (international and/or local transport, accommodation as applicable);
  2. All applicable taxes (VAT and withholding taxes) should be quoted separately;
  3. If the financial proposal is silent on taxes, AGRA shall assume that these are inclusive;
  4. Other costs, e.g. accommodation, travel, support staff, printing and other incidental costs will be reimbursed based on the actual costs incurred.
  5. Use the template provided under Annex 1 for the financial proposal

11.  Guidelines for preparations and submission of proposals

  1. Questions and/or clarifications may be submitted to procurement@agra.org
  2. The proposals SHALL be submitted to procurement@agra.org by deadline indicated in the synopsis
  3. The proposal and ALL Attachments submitted via email SHALL NOT exceed 10MB
  4. VALIDITY of the proposal shall be for a period of 90 days from the date of bid closure.
  5. Financial proposal shall be sent as a separate attachment and MUST be password protected. The password shall be requested from companies meeting the minimum technical score of 75%

Download full RFP:
https://agra.org/wp-content/uploads/2021/04/RFP-020-COMMS-2021-_Evaluate-AGRA-Brand-1.docx